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July 13, 2007

Fetish casting?

"I want to be one less. One less."

A little melody so annoyingly memorable that you'd think it was in a Target spot.

But, I digress. I actually have something much more snarky to say:

This Merck spot has been running since February or so and every time it comes on, I am completely distracted by the casting. How does being HPV-free correlate to having really, really horrible eyebrows? The full range of eyebrow errors is displayed: from huge, untamed caterpillars to over-plucked bald foreheads. I cannot look away. It's like a mangled, burning car on the side of the road.

My guess: Either the casting director has a thing for eyebrows or the agency creative team had this conversation very late on the night before (ok, the morning of) the casting presentation:

Hyper-caffeinated creative director: We're selling a $360 product to girls 9 - 26. Get it? This can't look like an over-produced spot. These all look like models. Where's the authenticity?

Pissed off copywriter: We've talked about this a hundred times. It's still TV - they have to look aspirational. The script will deliver the authenticity.

Guy who knows he has to give the presentation: Maybe we just give them all one thing - one signature that makes them look more accessible. Like ... I don't know... cut off jeans.

Hyper-caffeinated creative director: Yeah, but something more physical. Something that separates them from models. What about eyebrows... big bushy eyebrows.

Guy who knows everyone: Perfect, boss. I know the makeup artist who made Ugly Betty ugly.